A Place for Us to Listen

JCDS started off the 2013-2014 academic year with what I would have considered a strong social media presence. While the school has been active on many social media channels for some time (Twitter, Pinterest, YouTube, LinkedIn), most of my focus had been on Facebook, as it is a quick and easy way to share photos, videos, and important updates with our parents, grandparents, donors, and alumni.

Looking back, I wasn't thinking about social media in the right way. While I posted nearly every day, the most engagement I got was a couple of likes here and there. I was posting, not connecting.

Through experimentation over the last six months, I've learned that my role, as the voice of the school on Facebook, is not to be a news source, but to create an environment that starts conversation. Once I was able to get the conversation started, Facebook became a tool unlike any other. It became a place for me to listen to what our audience values, which in the end, is the most important thing of all.

By analyzing the engagement levels and analytics of our recent posts, here are the top 5 Facebook strategies that have been successful for JCDS:

1. Tag those who are involved, and those who you want to be involved.

When you tag someone in a post or photo, it will show up on their Facebook page. Not only will it directly call attention to the person you want to be involved, but your post will also be visible to their network, and therefore, reach many more people who you otherwise would not have access to! I’ve had success asking people to tag themselves and their friends. The benefit of this is twofold: they are actively engaging with the post, and they may tag people who we are not yet connected with.

2. Ask questions.

Asking specific, pointed questions is a great way to get the conversation rolling. Sure, I’ve had a few flops, but those helped me learn what our audience likes to talk about. I've seen success in action in many of my #ThrowbackThursday posts, where I've asked (via tagging) people in the photo specific questions about what's going on in the picture. One comment leads to the next, and pretty soon anyone who sees the photo gets a deeper understanding of what was happening when the photo was taken, and hopefully feels more connected to story I am trying to tell.

3. Be genuine.

In January, JCDS students were surprised with a visit from the 2013 World Series Trophy. First, I posted that we had big news with a photo of one of our staff members dressed as a Red Sox player. The next day, I posted a photo of excited kids (and tagged their parents) and shared that the trophy would be coming. Then — the most successful post of all — was a video of a 4th grade teacher telling the kids that the trophy was coming. Seeing their pure and genuine reaction definitely resonated with our social media audience: 38 likes, 19 comments, and the jackpot, 12 shares. The video was even written about in the local newspaper, the Watertown Patch. This kind of engagement was unprecedented for us.

4. Repeat successful themes.

Between the regular daily posts, I've committed to a few repeating themes. One universal theme, #ThrowbackThursday, has been a great way for us to connect with our alumni and alumni parents. I’ve gotten a tremendously positive response from our throwback photos. Because this is a weekly theme, the audience knows to expect it. And because there are usually a lot of comments, people are not shy to participate.

I also created a new theme, called #JCDSCharacter. I felt it was important to celebrate our students through short stories that capture the spirit of our school. Parents love to see that they are sending their kids to a school that helps them grow into mensches. It's also a great tool for prospective families. Every time a #JCDSCharacter post is shared, a whole new audience is exposed to the great things that happen in our school.

5. Engage with other organizations.

Celebrating successes of other schools and organizations is a beautiful thing! Just as much as we want people to engage with our school Facebook page, it's important to interact with others. While I am on Facebook, I make sure to take the time to look at what other organizations are posting. If they post something that relates to our school or community, I share it on our page. Fostering good-will between organizations is priceless, and the favor is almost always returned.

 

The Jewish Day School Social Media Academy is an intensive program designed to help Jewish Day Schools advance their strategic use of social media in areas such as communication, marketing, community building, alumni relations and development. The 2013-14 nationwide cohort of 15schools was generously supported by The AVI CHAI Foundation.  Each of the schools will be sharing insights from their experience through blog posts here this spring with the tag #jdsacademy

Also, check out the Jewish Day School Social Media and Video Academy website, which includes a free self-assessment to help your school focus on key areas of growth in your social media work.

Games for Change: Shooting for the Moon

As part of the 11th Annual Games for Change Festival taking place April 22-24, Schusterman is teaming up with Games for Change to sponsor a game design contest! Games for Change is a nonprofit organization that catalyzes social impact through inventive digital games. They are known for bringing together and propelling the brightest minds passionate about incorporating gaming into daily life in order to advance society.

Schusterman is excited to partner with Games for Change in helping to advance the understanding of games and game thinking within its network of young Jewish change makers! We believe that this initiative will tap into a network of young Jewish adults eager to apply technology for social good in Israel, the Jewish world and beyond.

As part of our partnership with Games for Change, Schusterman invited eight representatives from organizations in our network to come together for a two-day workshop at Soho House in New York City. The workshop helped to advance understanding of the potential of digital games to engage new audiences and to move each organization’s mission forward.

As a result of this workshop, SpaceIL was selected to see their plan through, and we are now calling on game builders far and wide to apply their skills to a worthy mission!

SpaceIL, an Israel-based nonprofit organization and one of the leading teams competing for the Google Lunar X Prize, is aiming to land a spacecraft on the moon by 2015. Through this endeavor, SpaceIL aspires to create a new “Apollo effect,” inspiring the next generation to think differently about science, engineering, technology and math.

The game contest invites designers and developers to envision an interactive experience that encourages players to learn about space exploration and, at the same time, captures comprehensive real-world data that will inform the mission of SpaceIL.

Ideally, the game will allow the SpaceIL team to learn about potential spacecraft designs and possible orbits from online players who are able to land virtual spaceships on the final frontier.

The Games for Change Festival will take place as part of the Tribeca Film Festival in New York City. Three finalists will present their ideas on stage in front of attendees, potential funders and a juried panel, and the winning team with the most innovative proposal will receive a grand prize of $25,000 and have the opportunity to collaborate further with SpaceIL on their mission to the moon!

We are officially on the hunt for creative entries and are excited to see young innovators in our network put their skills to the test! Click here to submit your proposal.

Want to go to the Games for Change Festival but not interested in building a game? No problem! You can purchase tickets here and receive 10% off festival registration using the Schusterman code: schusterman-g4c14! Festival-goers will get to experience presentations from icons of the gaming world. Please visit the Festival website for more about this exciting event!

This Made My Day.

I just received this press release from Congregation Beth Elohim.  It filled me with such warmth and pride for this community’s leadership that I just had to share.  Congregation Beth Elohim recently won $250,000 in a social media driven online voting competition to help restore their historic building. 

Upon Winning a Quarter Million Dollars in Online Competition, Brooklyn Synagogue makes $15k donation to neighboring Church

Partnership between synagogue and church lead to unprecedented gift; Two  communities facing the burden of repairing collapsed ceilings find meaning in supporting each other; Community members respond with emotion and  joy
.
 

Brooklyn, NY – May 22, 2012 —
 
On the heels of winning one of only four Amex Partners in Preservation grants of $250,000 in New York City, Senior Rabbi Andy Bachman of Brooklyn’s Congregation Beth Elohim announced today that Trustees of the Congregation have pledged $15,000 to Old First Reformed Church, their beloved neighbors and partners in building friendship and community in Park Slope.

The CBE gift to Old First is in recognition of its generous and continuing support for Congregation Beth Elohim over the years. Among many other gestures, Old First made its worship space available for several High Holiday services when CBEs Sanctuary ceiling collapsed. Old First also actively supported CBEs successful campaign to win the Amex Partners in Preservation grant. In an ironic twist, Old Firsts own ceiling collapsed earlier this year. Accordingly, CBEs gift to Old First will support their efforts to complete the necessary architectural studies for the preservation work its sanctuary demands.

In his announcement of this gift, Rabbi Bachman noted, “Each of our historic and sacred communities inhabit buildings made for a different era of religious life; and yet each of our communities understand the historical mandate to renew our relationships with our God and our community in every generation. As Simon the Righteous taught us in the Talmud, the world stands on three things: on Learning, on Worship, and on acts of Loving Kindness. May Congregation Beth Elohim and Old First Church thrive in these values and continue to bring goodness, kindness and peace to our world.”

Upon hearing the news, Reverend Dr. Daniel Meeter of Old First remarked that he was shocked, “Who does this kind of thing? So this is what love looks like, this hospitality, this generosity, this joining our lives together for better for worse."
 

How can we each be generous in our own ways today?

Why You Need to Embrace Relationship Based Engagement

Guest post from Rabbi Aaron Spiegel. This post is part of a series on networks and network weaving.

Synagogue 3000 just released a report entitled “Reform and Conservative Congregations: Different Strengths, Different Challenges.” The report could just as easily been entitled something like “Synagogues are Fading Into Obscurity,” but that would be a little too provocative. The data is clear; the institution best positioned to provide the full richness of Jewish life is becoming irrelevant for most American Jews. More disturbing is that our research shows some 70% of young Jewish adults, those between the ages of 23 and 39, have no connection to the established Jewish community (synagogues, Federation, JCC’s, etc.). While many in the Jewish world talk about Jewish continuity and protecting the future of American Judaism, most of the proposed solutions have had little effect. The good news is we’ve also learned that this majority of young Jews are very interested in Judaism, just not the way we’re offering it.

While most in the congregational world talk about outreach, Synagogue 3000 learned that this moniker has a negative connotation. Outreach says, albeit subtly, “I’m reaching out to you so you can come to me and have what I want to offer you.” The community, particularly those young, single Jews who are our potential future are saying, “no thanks.” Instead of outreach Synagogue 3000 changed the conversation to engagement. Learning from the church world and community organizing, Synagogue 3000 created Next Dor (dor is Hebrew for generation) – an engagement program. Participating synagogues agree to dedicate a staffer, most often a rabbi, whose primary job is to meet young Jews where they are – physically, spiritually, and emotionally. These engagement workers are charged with finding young Jews, be they in bars, coffee houses, local gyms, etc., and finding ways of engaging them in conversation to create relationships. Relationships create trust, which creates other relationships, which creates opportunity for real engaging conversations about life and what Judaism has to offer. One of the key points is that this engagement and these relationships are l’shma, for their own sake. Synagogue membership is not the goal – connecting Jews to Judaism is.

While the goal is engaging young Jews in Judaism, several of the Next Dor partner synagogues are discovering tangible benefits. Next Dor D.C., a project of Temple Micah was one of the first adopters. Rabbi Danny Zemel, a proponent of this engagement model before Next Dor existed, knew that Temple Micah needed to engage this unaffiliated and disaffected population. As a Next Dor pilot synagogue, Temple Micah hired Rabbi Esther Lederman as their engagement worker. A big part of Esther’s job is having one-on-one meetings with young Jews, usually in coffee shops. Now in its fourth year, Next Dor D.C. has gone from one-on-one meetings to regular Shabbat dinners at Esther’s home to annual free High Holy Day services for young adults, led by Esther and Michelle Citrin. The results – young Jewish adults are joining Temple Micah.

Some have dubbed this approach “relational Judaism” which seems something of an oxymoron. Judaism is at its essence (at least in my opinion) all about relationships. Unfortunately, congregations have focused on other things like supporting infrastructure, b’nai mitzvah training, and programming. More than the first two, the focus on programming is the irrelevance linchpin. Rather than engaging Jews in what’s important in their lives, synagogues program based on anecdotal information. When numbers fall the default synagogue response is to seek better programming rather than forming relationships with members, finding out what’s really important in their lives, and being responsive to their needs. Interestingly enough, while Synagogue 3000 envisioned the relational approach targeting young Jewish adults, the Next Dor communities are discovering it works with everyone.

Is your synagogue willing to form relationships with people who might not become members? Is your rabbi really willing to “be known” by synagogue members? What are your biggest obstacles to moving from a program-based community to relationship-based? Relationships, it’s all about the relationships!

Rabbi Aaron Spiegel is the CEO of Synagogue 3000. The report was the result of Synagogue 3000’s participation in FACT (Faith Communities Today), the largest and most comprehensive surveyor of faith communities in the United States.

 This post is part of a series on networks and network weaving that Darim Online is curating to advance the communal conversation about relationship focused Jewish communities.  Thanks to UJA Federation of New York for supporting our research and this blog series.  Click here to see other related posts in the series.

Monday Web Favorites: The #Unselfie Campaign, Giving Effective Feedback, and “Be the Shamash”

It's time for our Monday web favorites, and there is much light to share over Chanukah…

First up: We love the #unselfie campaign! A bit of background…as of last year, the Tuesday after Thanksgiving has been declared "Giving Tuesday," to change the focus from buying and acquiring on Black Friday and Cyber Monday, to giving back and thankfulness. (Fun fact, this was started by the folks at the 92Y in New York.) Meanwhile, the term "selfie" was chosen as the 2013 "word of the year." This year, Giving Tuesday added this cool #unselfie campaign, to get people taking pictures of themselves (or of their faces behind a sign they made) saying/showing what they're doing to give back. Taking and posting an #unselfie could be a great activity for a teen group, for a family to do together, for a synagogue staff to do as a group. It's quick and fun activity to help share the light at Chanukah, and tap into a broader online campaign/conversation.
 

And our next selection: Another great opportunity has come up for tomorrow, this one on the professional development side. The talented  and vivacious Deborah Grayson Riegel is offering a free teleconference on giving effective feedback, Dec. 3rd, 2-3pm Eastern. Click here for details and to sign up.
 

Finally: We've got one more example of a lovely campaign we wanted to share – Shira Kline, also known as Shirlala, is using the eight nights of Chanukah to run a "Be the Shamash" (the candle that lights all the other candles on the menorah) campaign. It's a great example of using your social media to highlight that sweet spot where the things you care about and the things that matter to your community come together and shine. Hosting these kinds of mini-campaigns on your Page, or through any social media outlet, helps keep you at the front of your community's mind. That way, when you're ready to tell them about an event or other offer, they're already listening.

What have been your favorite things on the web recently? Share them in comments, or with Miriam through email, and they could appear here next week! Happy Chanukah, everyone!

Top image credit: GivingTuesday Facebook Page

Thankful

What are you thankful for this week? I'm thankful for this catchy Facebook post from Shannon Hall and her team at the Sarah & Irving Pitt Child Development Center of JCC Metro Detroit. With the discovery that the most popular posts on their page were the photo collages, and knowing that the children would be focused on giving thanks in celebration of the upcoming Thanksgiving (and Chanukah!) holidays, the team developed this creative idea. Using smart phones, the team snapped a few photos of children, noted what they were thankful for, and added the speech bubbles using the free PicSay app for Android phones. For iPhone users, the free app Bubble works great, too.

Then, in order to attract more attention then they would have by posting the photos individually, they collaged three responses into one photo using PicsArt, another free app for Android, iPhone users, check out the free and easy to use PicStitch. The result was a playful, eye catching photo.

They combined with photo with an invitation to a week long game. Comment on the post and they'd ask your child next. And comment they did! Parents responded with curiosity about what their own child might say, and also added their own grateful comments. The result is a community expression of gratitude, perfect for the week before Thanksgiving.

What was the strategy behind the team's thinking? As part of their work in this year's Jewish Early Childhood Social Media Academy organized by the Alliance for Jewish Education at the Jewish Federation of Detroit, the team wanted to celebrate the children and families within their preschool program in order get the word out to the larger community about their offerings. Their strategy is to encourage their current actively involved on Facebook parents to inspire others to join the fun. Focusing on organic, fun, and engaging posts, their Facebook page has been a model of successful early childhood engagement.

In addition to achieving this immediate goal, creating social content that gets people to comment increases your "weight" in the Facebook algorithm.  Your content is therefore more likely to show up in the newsfeeds of others who have liked the page, which leads to more engagement, which sets a very positive snowball in motion.

How are you stewarding a culture of thankfulness and engagement on your Facebook Page?

Monday Web Favorites: #MakeItHappen, Twitter for Nonprofits, and Thanksgivukkah

Monday Web Favorites: #MakeItHappen, Twitter for Nonprofits, and Thanksgivukkah

Happy Monday! We thought we’d take a moment to look back on the week that’s passed and share some of our favorite things that may come in handy for the week ahead. Take a look…

Schusterman #MakeItHappen Campaign:

Got a great idea to make change in your community? The good folks over at the Schusterman Foundation want to help you make it happen! Check out the video below, explore the website, and follow the conversation on Twitter to find out what’s already been submitted and accepted – and to share your idea. The campaign is accepting submissions for all kinds of projects through the end of December.

Twitter for Nonprofits

Twitter, like Facebook, went public last week. Twitter's short messages and frenetic pace can feel overwhelming, but we've found it's a great place for organization to connect with press outlets, develop personal learning networks, and find/curate great content. Have you been struggling with Twitter and not sure where to go from here, or ready to give the 140-character limit a try? Here are some great resources shared this week to help cut through the buzz and tweet like a pro.

 

Don't pass up reading 24 Best Practices for Nonprofits Using Twitter from the smart crew at SocialBrite. Here are a couple of their suggestions that we really like:

  • Don't overcomplicate Twitter
  • Use calls to action
  • Rephrase it, then go again
  • Be gracious

And finally, read through the Top Ten Twitter Dos for Nonprofits. This is a simple, clear article, with some great examples of nonprofits rocking the Twitterverse. Our favorite nugget from this one? "Use Twitter advanced search." Twitter is a great listening tool – use the advanced search to find your people and hear what they have to say!

Thanksgivukkah

By now we all know that many of us are soon to take part in a, quite literally, once-in-a-lifetime event merging Thanksgiving and the first day of Hanukkah: Thanksgivukkah! Much delightful kitsch has been shared in honor of this special occasion…here are a few of our favorites:

JewishBoston.com's impressive collection of 101 Thanksgivukkah-themed pins on this Pinterest board.

The Thanksgivukkah Food Face-off, brought to you by The Jew and the Carrot. Which would YOU rather taste?

And finally, here's a YouTube playlist of some soon-to-be simultaneously classic and defunct Thanksgivukkah tunes, compiled by our friends over at The Jewish Education Project.

AND one bonus favorite thing from the interwebs we couldn’t resist sharing…

This picture and simple story about letting another man sleep on his shoulder on the subway, was dragged from obscurity to virality due, in great part, to the work of Elad Nehorai of PopChassid and Charidy. It’s a beautiful example of kindness, empathy, and the power of the social web.

What have been your favorite things on the Web this week? Share them with Miriam via email or in the comments, and they may be featured next time!

 

When Failure Isn’t Failure

Too often we get hung up on THE NEXT GREAT IDEA that will save or transform the Jewish community.  Following stark headlines birthed by the recent Pew study, I suspect the urgency around this may even grow.  Yawn.

I'm more interested in looking at the world and our challenges opportunities through new lenses.  Sometimes a tweak here and there is a great approach for improving your work. Sometimes we need to think bigger. But as the scale of the idea (and the investment required to make it come to life) increases, the risk of possible failure increases as well.  Our fear of failure therefore often acts as the glass ceiling of our biggest ideas and freshest thinking.

Those making really profound progress in our rapidly evolving world aren't afraid of failure.  As detailed in The Lean StartUp, it's not always about the A landslide victory of your idea, it's about developing it in a smart and nimble way. It's about seeing the small failures and improving upon them.  Salman Khan, founder of the Khan Academy started by making videos for his family, and realizing the value, scale the idea to help others.  Rarely are great, big ideas great or big right out of the box.

At The Nonprofit Technology Conference a year ago, Beth Kanter led a panel discussion called "Placing Little Bets" (based on the book, Little Bets), where the discussion turned to failure.  Fascinating.  Of course your little bets (experiments) can't grow into big discoveries unless you fail.  Like in a science lab, you learn as much (maybe more) by the experiments that don't turn out as you hypothesized.  My take away:  the tech/innovation field understands this, and encourages, rewards, and invests in this cycle.   They think big (but start small), know how to let go of the mediocre ideas, and how to identify failure, learn from it, and improve upon it. 

In the Jewish community, I am afraid we're too afraid to fail. In fact, we're so afraid of our own failure (writ large — declining numbers, declining engagement, struggling institutions) that we embody that fear of failure in everything we do.  Sure, there are people placing bets, people with fresh ideas, and a whole 'innovation' sector.  But I'm speaking to the collective ethos of organized Jewish life. We need to think (and feel) differently about failure.

The Jewish Education Project, in partnership with Upstart and UJA Federation of New York, is hosting a FAIL FORWARD CONFERENCE in November, with  Ashley Good, the CEO of Fail Forward.  I'm thrilled to see this issue rising to the surface of our communal conversation.  We need to be talking about this, sharing our 'failures', collaborating to decide where and how to invest in the places where we can improve on that failure, and how we can learn from it.

But here's what I think it really boils down to:  We have many connotations with the word FAILURE that we need to let go of.  Or maybe we need to fine an alternate word (suggestions welcome in the comments).

  • For Jews, failure signifies the END of something.  That's a concept all too real, and very traumatizing to leaders of the Jewish community.  So let's get this straight: Failing forward isn't about extinction of an idea (or a whole people). It's about refining and strengthening that idea so it will flourish.
  • Failure often carries connotations of blame — of negligence, or stupidity, or defeat.  And of course we (personally or organizationally) don't want to be associated with that.  We need to write over those connotations with positive associations.  What will those be?

How do you think about failure?  How do you talk about it in your work (or why do you struggle to talk about it)?  Do you or your organization have practices that help embrace, celebrate and learn from 'failure'?  Where have you failed and learn from it? What new associations can we add to the word "failure" to help us embrace failing forward for all of its goodness and potential benefit to our community?

I'm giving away two great books from people who have looked at this idea, or challenged it in profound ways.  Share your experience of and ideas about failure and enter to win with The Global Achievement Gap by Tony Wagner, or The One World Schoolhouse by Salman Khan.  (Make sure to note which book you prefer, and follow the comments so you'll know if you won.)

Design Thinking for Tech-Curious Educators

 

To say we do things differently in Portland (Oregon) is a given.  Unlike many of the groups participating in Darim's Social Media Boot Camp, Portland Jewish Academy's small but mighty team was made up primarily of teachers. It was therefore not surprising that with our individual classroom needs in mind, we looked for ways that this concept of social media could be used to educate ourselves, our students, or both.

Our journey began in October when we were charged with thinking about the kind of project that would be beneficial for our faculty and the children we teach.  PJA is a community day school with a Preschool, Lower School, and Middle School.  We have General Studies and Jewish Studies teachers all with differing levels of interest in and comfort with technology.  How could we identify a project that would have meaning for all of us?  Given that our team included a Lower School General Studies teacher, a Middle School General Studies Teacher, a Middle School Jewish Studies (Hebrew) teacher, our Principal, and our Technology Specialist, we believed it made the most sense for us to focus on the needs and desires of our Kindergarten through 8th Grade program while being sure to address the General and Jewish Studies dual curriculum and the various readiness levels of our staff.

ideate2.jpgIn keeping with our team's wish to develop a student-centered approach, our initial essential question centered on how we could leverage social media to enhance student learning and engagement across the curriculum.  Recognizing that our faculty has just finished our first year of our new technology integration plan and was ripe for additional opportunities for learning, we tweaked our inquiry slightly by asking, "How can professional development support teachers in their integration of social media in classroom instruction?" 

We were delighted to be matched with Boot Camp Coach, Andrea Hernandez, Director of Teaching and Learning at the Martin J. Gottlieb Day School in Jacksonville, Florida.  Andrea's school had been successfully using a "Ning" for faculty idea-sharing as well as a blog entitled "21st Century Learning."  Seeing these forms of social media being used so effectively as a sharing tool, we considered reframing our question once again.  This time we wondered, "How can we use social media to promote sharing and professional development among our teachers?"

"Design Thinking for Educators" became our model for creating a project based on our essential question.  Being at its core a method that emphasizes collaboration, optimism, and experimentation, it seemed like the perfect construct for moving our work forward.

Design Thinking begins with a period of DISCOVERY, so with this idea in mind we decided to develop a survey to determine what our teachers want and need when it comes to integrating technology.  In our informal conversations with our colleagues about our project, we found that the term "social media" was limiting and sometimes confusing.  Thus, our team began to view "social media" as any collaborative, new media tool that supports learning in the digital age.

Teachers were asked to comment on prior professional development experiences as well as their current use of equipment, ease of use, impact on student learning, and technical support and training.  Ultimately, 25 faculty members responded to our January 2013 survey. 

As part of the INTERPRETATION phase of the Design Thinking for Educators model, we found it most surprising that teachers were less interested in using social media for idea sharing (as we had proposed) but rather wanted to learn about student resources.  Our teachers are looking for "how-to" workshops featuring the use of various Web 2.0 tools for learning and the opportunity to share successful digital age teaching practices "face-to-face."  They are interested in a wide range of topics and are generally open-minded about trying new things.  Not surprisingly, the teachers see time constraints as the number one challenge for participating in this kind of professional development but are willing to do some learning online outside of the regular school day.  To paraphrase Field of Dreams, it is clear that if we build a professional development program that focuses on real classroom applications, they will come.

ideate1_0.jpgIn April, we honed our essential question once again.  This time we asked, "How might we support teachers in professional development on our journey towards digital age teachers and learners."  We then participated in the next phase of the process: IDEATION.  Using brainstorming rules outlined by Design Thinking for Educators, our Darim Team began to generate a list of ways to go forward with our professional development initiative.  We then took this brainstorming process to our Lower School and Middle School faculty knowing that their collective wisdom would help guide our next stage: EXPERIMENTATION.

Within weeks of beginning our Social Media Boot Camp work, our team ultimately did away with the conventional understanding of what social media means to most.  We were no longer talking about Facebook or Twitter, Blogs or Wiki Pages, but rather we were widening our lens to include all the potential that learning in the digital age represents.  Our project evolved into something quite different from the other participating schools but one that is just right for the needs of Portland Jewish Academy.  As we look ahead, we hope to create the kind of training that our faculty desires to make learning in the digital age relevant, engaging, and meaningful to teachers and students alike!

Elana Cohn-Rozansky is a member of the Portland Jewish Academy team that participated in the Social Media Boot Camp for Educators, a year long program generously funded by The Covenant Foundation.  This series of blog posts this spring chart the learnings of the 10 teams in this year's cohort.

 

Creating Conversations and Giving Everyone a Voice: Talent Recruitment at Hillel

Instead of simply posting job openings, we use this space to highlight the great work happening at Hillels around the world, where students are engaged students in Jewish life, learning and Israel.  As a result of all this, hired, we have completely changed our outlook on how social media functions for our organization.

In the spring of 2012, Hillel’s Human Resources team set out to play a more active role on social media to help us better recruit for Hillel, share job listings, tell our story, and grow our presence online.  Under advisement from our new Digital Media Manager, Monica Herman, we worked to define strategies we could use in the social media space. We quickly realized that it had to be about conversations. While this seems natural on our personal Facebook accounts, it’s actually something that can get lost in organizational social media. Followers want to be engaged in the conversation with your organization, not just reading posts, no matter how fabulous what you have to say may be. 

We determined who we wanted to hear from, and what we wanted to talk about. For Hillel’s HR team, that was job seekers, former and current Hillel professionals, graduating college seniors and graduate students, potential professionals, partner agencies, placement professionals, and the wider Jewish community.  That’s a LOT of constituents and a lot of different messages!  We have found that, when we tell our story through the voices of those we impact, many of our stakeholders join the conversation in meaningful ways.  They get to tell their story through the lens of Hillel.  The organization is no longer the only voice, which is a good thing!  Showcasing your organization’s diverse population and encouraging your people to share improves relationships and communication for everyone.

For example, we launched a blog post series highlighting why our professionals love what they do.  This forum enables them to tell their stories and share what resonates with them about their jobs.  The professional benefits from great PR for their local Hillel and provides them with a platform to talk about their journey and what their career means to them.  We know our stakeholders enjoy hearing directly from someone on campus about how they are making an impact or working through an issue. Colleagues also share these stories with their own networks, and comment on their peers’ experiences. In addition, from an HR perspective, potential job seekers can learn from these posts how they could fit into an organization like Hillel, and even contact the professional directly to learn more. Far better than the HR recruiter posting 10 reasons why it’s fun to work at Hillel, right?

We identified the specific social media channels that were better suited for different types of conversations than others.  Originally, we used Facebook to post every new job as they came up. Now, we use a dedicated Twitter profile for that, and direct active job seekers there for real-time updates on what’s new. We also follow job-hunting resources and share links, tips and strategies on the interview process and how to manage a job search.  Updates from @Hillel_Jobs are also shared with the broader Hillel Twitter account, @HillelFJCL, raising visibility to a broader group of stakeholders. Using LinkedIn, we explore the benefits of working for Hillel, and share and discuss relevant articles and trends in the job market and hiring practices. Candidates can also find me, a real face, in case they’re interested in learning more.

With this new social media strategy in place, we’ve broadened our presence across multiple channels. Hillel's Facebook page engages directly with students, parents, professionals, partner organizations and supporters. Instead of simply posting job openings, we use this space to highlight the great work happening at Hillels around the world, where students are engaged students in Jewish life, learning and Israel.  As a result of all this, we have completely changed our outlook on how social media functions for our organization.

We don’t have all the answers yet, and there’s much more that we will learn around this, but we’re excited to be engaged in the conversation! We’d welcome a discussion about what’s working for your organization and what challenges you’re facing around this issue.

Aviva Zucker Snyder has been the lead Talent Recruiter for Hillel: The Foundation for Jewish Campus Life since 2009, after starting her career in Jewish student life, and later as the Executive Director at University at Albany Hillel from 2002-2008.  You can find her on LinkedIn, where she spends a lot of time networking.  When not online or on the phone, she’s either training for a half marathon or running after her almost-5 year old, Noa.